Revisiting content is a great way to neaten up your website, show users you’re not stuck in the past and can even help to improve your search ranking. That’s because Google recognises the age of content and generally favours newer (and therefore more accurate) pages.
So how do you know whether you should update your web content? Here are seven quick questions that can help you decide:
1. How old is my content?
If your content is more than two years old, it’s time for a refresh. The reason for this is because the more time passes after Google indexes your copy, the less likely it will be used to answer search queries.
2. Does the copy still reflect my brand?
In the space of a few years, it’s likely that your business has developed, shifted and changed for the better. Ensure that your content represents your business – and attracts your ideal clients – where it is today, not where it was a few years ago.
3. Is the content still relevant to the marketplace?
Just as you may have changed in a few years, the market in which you operate probably has too. Consider any new industry developments, trends and advancements and check your old content to see if it’s been superseded.
4. Does the copy adhere to best web writing practice?
Check that your content:
- is easy to read
- follows web accessibility best practices
- still uses links that haven’t broken
- uses succinct and engaging language.
5. Is the copy too short/too long?
Is there more you could expand on? On the other hand, perhaps there are areas you can simplify. Make sure your content is communicating just the right amount of information – not too little that it’s vague, and not too much that it’s disengaging to your readers.
6. Is the copy consistent?
Every page should follow the same tone of voice, style, look and feel. Keeping an eye out for inconsistent copy is particularly important if you’ve had several team members contribute content to your site over the years – their various writing styles could be hurting the integrity of your content.
7. Are my CTAs strong?
Strong call to actions are imperative – making sure people know exactly what they can do next leads to more conversions.
Giving your content a spring clean can help to boost your website and make it more relevant to your customers. If you want to know more, give us a call. Our team of professional writers can help you refresh your copy to reflect your business’ current key messages.